Canadian Digital Business in 2013

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CANADIAN DIGITAL BUSINESS IN 2013

In the first quarter of this year, Moveable Online attended Dx3 Canada 2013, a
business and networking event in Toronto that focused on digital marketing,
advertising and retailing. Given the number of digital marketers who attended, it was
an ideal chance to gauge the state of digital business in Canada,
With this in mind, we conducted a survey to gather the opinions of attendees. The
survey was also posted online to allow those unable to attend Dx3 to contribute.
In this report, we share the results with you.
As a web strategy and development firm, Moveable Online constantly tracks the
business impact of changes in the digital landscape. Since 1999, we have become a
leading voice in digital business strategy and implementation for enterprise web
content management, investor relations, e-commerce and e-procurement. We help
our clients maximize their returns on digital and IT initiatives, framed by our
renowned quality and service.
We hope that you find the results presented in this report valuable in evaluating your
digital marketing strategies for 2013 and beyond. If you have any questions about
these results, or if you are interested in working with Moveable Online in analyzing
your organizations’ strategies or on upcoming web projects, please contact us.
We look forward to the discussions this report may initiate.
INTRODUCTION

DOES YOUR ORGANIZATION HAVE A MOBILE PRESENCE?
Mobile website
Mobile app
No, but we are considering a mobile website
No, but we are considering a mobile app
No, and we have no plans to do so
There’s no doubt that mobile presents the biggest
opportunity in communications today.
The results show that more organizations have mobile
websites than have mobile apps, and more
organizations are interested in developing mobile
websites than are interested in developing mobile apps.
As the adoption of smartphones and tablets continues
to grow, web-savvy users expect more from their
mobile experience of a brand. When your organization
is deciding between a mobile app and a mobile website,
here are some points to consider: Web Industry Trends
in 2013: Mobile Apps and HTML5
4%
38%
8%31%
19%

HOW OFTEN IS YOUR ORGANIZATION’S WEBSITE
UPDATED?
It’s no secret that Google loves fresh content, and gives
search-ranking prominence to websites that are
updated regularly, whether through blogs, articles or
otherwise.
So we asked respondents: “How often is your
organization’s website updated?”
Over 40% answered that their websites are updated
weekly. Not a single respondent said ‘annually’.
Updating more often is a definite trend.
Weekly Monthly
Quarterly Annually (0%)
24%
44%
32%

Most respondents already recognized that regular
updates are made most efficiently through a content
management system, like Advantage CMS.
Having the tools to update their websites themselves is
important for digital marketers.
Yes
No
20%
80%
IS YOUR ORGANIZATION’S WEBSITE BUILT ON A CONTENT
MANAGEMENT SYSTEM?

IS YOUR ORGANIZATION SATISFIED WITH ITS CONTENT
MANAGEMENT SYSTEM?
We asked those already using a content management
system (CMS) whether they are satisfied with it or not.
Over 30% are not satisfied with their current platform.
Yes
No, we are planning to migrate
No, and we have no plans to migrate
5%
68%
26%

WHAT ARE THE BIGGEST CHALLENGES YOU FACE WITH
YOUR CURRENT CMS?
Digging deeper, we asked those who are unsatisfied
with their current CMS which areas cause the biggest
challenges. The primary pain points are difficulty of use
and lack of integration with social media.
0% 25% 50%
Confusing to use
Difficult to create pages / posts (0%)
Lacks social media integration
Lacks analytics
Other

IS YOUR ORGANIZATION USING ANALYTICS TO SUPPORT
YOUR WEBSITE AND DIGITAL MARKETING EFFORTS?
To understand how well a website or web application is
performing, an organization must have some type of
analytics in place.
We wanted to find out how many of those involved in
digital media are neglecting this aspect of their
business.
The results show that most digital marketers
understand that actionable business intelligence is
important to their organization.
Yes
No
13%
87%

WHAT ANALYTICS PACKAGE DOES YOUR ORGANIZATION
CURRENTLY USE?
Then we determined which analytics packages are the
most popular among our respondents.
Google Analytics is the dominant choice, with a
substantial number of organizations using HubSpot’s
inbound marketing analytics.
Quite a few organizations are using more than one
analytics package.
0% 30% 60% 90%
Google Analytics
Omniture Site Catalyst
Radian6
HubSpot
Clicky
Other

IS YOUR ORGANIZATION MARKETING AND ENGAGING
CUSTOMERS THROUGH SOCIAL MEDIA?
It is one thing to collect the data, and quite another to
report and use it.
However, most of the digital marketers we surveyed are
using analytics to create business intelligence and make
informed decisions in their business strategies.
Yes
No
22%
78%

IS YOUR ORGANIZATION ROUTINELY REPORTING AND
ACTIONING AGAINST YOUR ANALYTICS DATA?
Not surprisingly, every respondent indicated his or her
organization is either already engaging customers via
social media channels or is considering it.
These results clearly show that everyone recognized the
importance of using social media to drive business.
22%
78%
Yes
No, but we are considering it
No, and we have no plans to do so (0%)
22%
78%

ARE YOU ABLE TO MEASURE THE EFFECTIVENESS OF
YOUR SOCIAL MEDIA MESSAGING AND CAMPAIGNS?
These results revealed that, although many
organizations use social media, only 62% of our
respondents are measuring the effectiveness of their
messaging and campaigns.
Clearly, many organizations need assistance in
managing their social media spend.
22%
78%
Yes
No
38%
62%

IN YOUR OPINION, WHY IS YOUR ORGANIZATION NOT
ABLE TO MEASURE THE EFFECTIVENESS OF YOUR SOCIAL
MEDIA MESSAGING AND CAMPAIGNS?
This question was posed to those who admitted their
organization is not effectively measuring the
performance of its social media activities.
Overwhelmingly, based on these results, they cited a
lack of resources.
22%
78%
0% 23% 47% 70%
Lack of resources
Lack of strategy
Corporate policy
Other

DOES YOUR ORGANIZATION HAVE AN ONLINE BUSINESS
STRATEGY?
These results showed that, while most respondents’
organizations have an online business strategy, more
than a quarter have no strategy in place to engage their
clients and customers through online channels.
22%
78%
Yes
No
26%
74%

IS YOUR ONLINE BUSINESS STRATEGY UNDERSTOOD AND
MEASURED AGAINST THROUGHOUT YOUR ORGANIZATION?
Of the respondents who said their organization has an
online business strategy, only 69% indicated it is
understood throughout the organization and is used to
measure performance.
22%
78%
Yes
No
31%
69%

WHAT IS MOST IMPORTANT TO YOUR ORGANIZATION’S
ONLINE STRATEGY IN THE NEXT 12–18 MONTHS?
These results are worth comparing to those for the
question, “What are the biggest challenges you face with
your current CMS?”
It is clearly a priority for organizations to have a reliable
publishing platform or CMS, and to have the ability to
measure site activity. Additionally, these results
reinforce our finding that social channels are an
important focus this year.
22%
78%
Data / analytics
Publishing platforms / content management
Social media
Increasing conversions
11%
28%
33%
28%

WHAT ARE THE BIGGEST ORGANIZATIONAL CHALLENGES
IN MEETING YOUR DIGITAL MARKETING GOALS?
Again – as for the question, “Why is your organization
not able to measure the effectiveness of your social
media messaging and campaigns?” – these results
pinpoint a lack of available talent and resources. They
also show that it can be difficult to achieve corporate
buy-in for digital marketing initiatives.
22%
78%
Lack of available talent
Technology / infrastructure
Internal leadership / buy-in
Other
Lack of actionable data / business intelligence
10%
40%
15%
15%
20%

ARE YOUR DIGITAL MARKETING EFFORTS DEPLOYED
ACROSS YOUR ENTIRE ORGANIZATION?
These results indicate that while digital marketing
efforts are in many cases deployed across entire
organizations, fully a third are restricted to silos,
departmental or otherwise.
22%
78%
Yes
No
33%
67%

IS YOUR BRANDING AND MESSAGING CONSISTENT
ACROSS ALL CHANNELS?
Despite the results of the previous question, branding
and messaging are consistent across the respondents’
digital marketing campaigns.
22%
78%
Yes
No
8%
92%

WHAT PERCENTAGE OF YOUR ANNUAL MARKETING
BUDGET IS ALLOCATED TO IMPROVING EXISTING DIGITAL
MEDIA CHANNELS AND DEVELOPING NEW ONES?
These figures suggest that our respondents’
organizations are still spending more on traditional
media such as TV, radio, print or outdoor display.
And this data is based our survey at Dx3, where
respondents are familiar with digital marketing. In other
industries, the results could be drastically different, with
proportionally far less budget being allocated to digital
marketing.
Note: When analyzing these results, we assumed that
digital media channels do not include TV or radio.
22%
78%
0-10% 10-20% 20-30% 30-40% >40% I don’t know
28%
17%
28%
11%
6%
11%

ARE YOU RUNNING TESTS ON YOUR SITE TO EVALUATE
THE EFFECTIVENESS OF MESSAGING, PROMOTIONS AND
OFFERS?
Most respondents indicated their organizations are not
running tests on their websites to evaluate the
effectiveness of digital marketing campaigns.
These companies could create more effective marketing
campaigns through methods such as A/B and multi-
variant testing.
22%
78%
Yes
No
44%56%

IS YOUR ORGANIZATION’S WEBSITE SUBJECT TO ANY
ACCESSIBILITY REQUIREMENTS (AODA, American
Disabilities Act, etc.)?
While most organizations are not currently subject to
accessibility requirements, upcoming laws will force
them to make their websites compliant.
We expect that as more and more organizations
understand the level of accessibility expected of their
web properties, compliance updating will become a
growing trend.
22%
78%
Yes
No
22%
78%

22%
78%
22%
78%
WHAT’S NEXT
Stay tuned for upcoming reports being released as part of the Canadian Business Website
Analysis Report in the coming months:
SEO & Findability
Compatibility & Mobile
Blogging/RSS & Social
Accessibility & Navigation
Error Handling & Load Time
Follow Moveable Online on Twitter to ensure you don’t miss out on any of the reports.
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Canadian Digital Business in 2013

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Canadian Digital Business in 2013